FLORIDA INTERNATIONAL UNIVERSITY

SCHOOL OF JOURNALISM AND MASS COMMUNICATION

Department of Advertising and Public Relations
SYLLABUS: FALL SEMESTER 2010
PUR 3000: Principles of Public Relations

Tuesday/Thursday: 9:30 a.m. - 10:45 a.m.

Instructor: Lynne Farber, Assistant Professor

E-mail: farberl@fiu.edu
Office: ACII 323 Phone: 305-919-5259
Office Hours: T 8:30-9:30 a.m. 1– 2 p.m. R 8:30-9:30 a.m. 3:30-5:30 p.m.
Also by appointment
Course Description: An introduction to the theory, history, practice, and future
of public relations. A comprehensive study of the field.

Text (required): The Practice of Public Relations (eleventh edition), Fraser P.

Seitel, Prentice Hall 2006

Course Objectives:
1. Definitions and overview of public relations
-As a managerial concept
-As a behavioral science
2. History of the field, from ancient beginning to modern times
-Important people, leaders in the field
-Societal factors impacting growth
3. Public relations problem-solving and planning “process”
-RACE, ROPE, other programming models
-Role of research in public relations programs
4. Public relations communication theory
-SEMDR, other communications models
-Concept of two-way communication
5. The public of public relations
-Overview of most crucial publics, including community, employees, investors,
consumers, government, news media
6. Public relations ethics and PRSA codes, and diversity

Student Learning Outcomes:

1. Demonstrate an understanding of the history and role of professionals and

institutions in shaping communications.
2. Demonstrate an understanding of the diversity of groups in a global society in
relationship to communications.
3. Understand concepts and apply theories in the use and presentation of images
and information.
4. Think critically, creatively and independently.
Assignments/Readings: Reading assignments are listed in the attached
course schedule. Occasionally, there will be handouts or reading pertinent to
current events or special issues. You are expected to complete assigned
readings prior to class and be ready to participate in class discussion.
Departmental policy does not allow extra credit.

Grading: Three exams of equal weight.

Grade Scale:
A 92-100 B 82-86 C 70-76
A- 89-91 B- 79-81 D 66-69
B+ 87-88 C+ 77-78 F below 65

Departmental Writing Policy-Undergraduates: Good writing is vital to both

advertising and public relations careers. Accordingly, students will be held to a
uniform writing standard. After the completion of MMC 3104, all papers, reports
and tests written outside of the classroom-regardless of length- will first be
graded for content. Following that, the paper will be reviewed for writing.
Should a paper contain six or more errors, the work will automatically lose 10
points, based on 100. At the instructor’s discretion, more stringent grading may
be applied.

Academic Honesty

In meeting one of the major objectives of higher education, which is to develop

self-reliance, it is expected that students will be responsible for the completion
of their own academic work. The use of literature, notes, aids, or assistance
from other sources should be clearly identified with respect to all course
assignments and examinations. In addition, students are expected to use all
resources, including books, journals, and computers only in legal and
authorized ways. They should also refrain from falsification of records, attend
class as required, and participate in the educational process without disrupting
the orderly processes and functions of the University.

IMPORTANT DATES TO REMEMBER

Aug 30: Last day to drop courses or withdraw from the University without a financial
penalty
Sept 17 Last day to withdraw from the University with a 25% refund
Oct 16: Last day to drop a course with DR grade/last day to withdraw from the
University with WI grade
 PUR 3000 COURSE OUTLINE SCHEDULE

Readings and work assignments are to be completed by the time class begins
on dates shown below.

Date Readings Class Subject-Assignments

T 8-24 None Introduction to course. Explanation of assignments,
grading. Opportunity for students to ask questions
about the class and the public relations profession.

R 8-26 Text, Ch 1 What is public relations? An overview of the

profession.
_________________________________________________________________________
T 8-31 Text, Ch 2 The history and growth of public relations A historical
perspective and additional overview of the profession.
.

R 9-2 Text. Ch 3 Communications. Discussion of the importance

of communications theory and different models.

T 9-7 Text, Ch 4 Public Opinion. How are attitudes influenced?

R 9-9 Text, Ch 5 Management. Role of PR in the management

process

T 9-14 Text, Ch 6 Ethics. We will discuss the importance of ethics to the

profession.

R 9-16 Text, Ch 7 Public Relations and the Law. Overview of the

various types of law affecting the PR practitioner.

T 9-21 REVIEW

R 9-23 TEST 1

T 9-28 Text, Ch 8 Research. Types and methods; review the importance of

research in public relations.

R 9-30 Text, Ch 9 Media Relations/Print & Broadcast

____________________________________________________________________________

T 10-5 Text, Ch 10 Employee Relations

R 10-7 Text, Ch 11 Community Relations
T 10-12 Text, Ch 12 Government Relations. Communicating issues with
government officials; the role of lobbyists; coalition
building
R 10-14 Text, Ch 13 Consumer Relations Why are consumers so important?

T 10-19 REVIEW FOR TEST TWO

R 10-21 TEST TWO

T 10-26 Text, Ch 14 International relations: Operating around the globe

.

R 10-28 Text, Ch 15 Public Relations Writing: Review fundamentals of writing

__________________________________________________________________________
T 11-2 Text, Ch 16 Writing for the Eye and Ear
.

R 11-4 Text, Ch 17 Integrated Marketing Communications

T 11-9 Text, Ch18 Public Relations and Social Media

R 11-11 Veteran’s Day

____________________________________________________________________________
T 11-16 Text Ch. 19 Crisis Management Review principles of how to
manage a crisis situation. Discuss text cases as well
R 11-18 as current cases in the media.
T 11-24 Text Ch Launching a Career
R 11-26 Thanksgiving Holiday

T 11-29 . Review for test three

R 12-2 Test Three
____________________________________________________________________________